Download MCC-UE_1760_SampleSyllabus

New York University
Department of Media, Culture, and Communication
MCC-UE 1760
Innovations in Marketing: Marketing Television, Film and other Media
COURSE DESCRIPTION
This class will take an in-depth look at the craft of marketing television, film, web and
other media. We’ll examine the changing media landscape and uncover how marketing a
media property has evolved. Students will compare and contrast successful campaigns
from not-so-successful ones, and will learn about targeting messaging to both consumers
and business partners, including advertisers and distributors. Each student will get hands
on experience creating a strategic, comprehensive marketing plan and developing a
creative campaign for the media property of his or her choice. We’ll go step-by-step on
the “how to,” examining research, focusing messaging, brainstorming together and
sharing ideas to best inspire innovation. Guest speakers will include marketing leaders
from the entertainment, branding and publishing communities, who will give first-hand
accounts of what it takes to break through with an effective campaign and create a major
hit. Students will leave the class with a thorough understanding of what it takes to
develop, execute and measure the success of a creative marketing campaign.
LEARNER OBJECTIVES
By assessing current marketing campaigns, analyzing marketing tactics and
demonstrating a thorough understanding by creating an actual marketing campaign,
students will leave the class with an in-depth, real world understanding of what it takes to
develop, execute and measure the success of a creative entertainment marketing
campaign.
REQUIRED TEXTS
All texts available at NYU Bookstore or through the bookseller of your choice. THE AGE OF PERSUASION: HOW MARKETING ATE OUR CULTURE by Terry O’Reilly and Mike Tennant DIFFERENT: ESCAPING THE COMPETITIVE HERD by Youngme Moon THE TIPPING POINT by Malcolm Gladwell MARKETING IN THE GROUNDSWELL by Charlene Li and Josh Bernoff JUICING THE ORANGE: HOW TO TURN CREATIVITY INTO A POWERFUL BUSINESS ADVANTAGE by Pat Fallon and Fred Senn Also, because this is a class on marketing for entertainment, it’s important that each
student is aware of what’s happening in the current media landscape. Read the trades,
read the entertainment section of the newspapers, go online and check out the
entertainment blog of your choice. You need to immerse yourself in the world of
entertainment and media so you can understand what you’ll need to do in your own
marketing projects to make them stand out and be successful.
ASSIGNMENTS
Because much of marketing is about standing in front of clients and being able to pitch
your ideas, participation does matter in this class. You will have at least three
presentations for the class: a short presentation on your assigned week to talk about
what’s happening in the world of entertainment; a mid-term presentation of your paper
analyzing an existing advertising campaign in entertainment, and a final project where
you will create a marketing campaign for the entertainment property of your choice. You
will also be expected to discuss the assigned texts for the class, as well as serve as the
discussion lead on one of the books, and to use these texts in your analysis and proposals
to back up your decisions and give strength to your written arguments. You will also be
looked upon to offer assistance in brainstorming with your fellow students, in order to
help each other make your final projects the best they can be. The idea is that by a few
classes in, you will come to class thinking like a marketer.
Evaluation
Your final course grade will be based on the following:
Class Participation: 20%
Midterm Project: Analysis of an Entertainment Advertising Campaign -- 30%
Final Project: Development of a Comprehensive Marketing Plan and Creative Campaign
– Oral Presentation 20%; Written Proposal 30%
Evaluation Rubric
A= Excellent
This work is comprehensive and detailed, integrating themes and concepts from
discussions, lectures and readings. Writing is clear, analytical and organized. Arguments
offer specific examples and concisely evaluate evidence. Students who earn this grade are
prepared for class, synthesize course materials and contribute insightfully.
B=Good
This work is complete and accurate, offering insights at general level of understanding.
Writing is clear, uses examples properly and tends toward broad analysis. Classroom
participation is consistent and thoughtful.
C=Average
This work is correct but is largely descriptive, lacking analysis. Writing is vague and at
times tangential. Arguments are unorganized, without specific examples or analysis.
Classroom participation is inarticulate.
D= Unsatisfactory
This work is incomplete, and evidences little understanding of the readings or
discussions. Arguments demonstrate inattention to detail, misunderstand course material
and overlook significant themes. Classroom participation is spotty, unprepared and off
topic.
F=Failed
This grade indicates a failure to participate and/or incomplete assignments
A = 94-100
A- = 90-93
B+ = 87-89
B = 84-86
B- = 80-83
C+ = 77-79
C = 74-76
C- = 70-73
D+ = 65-69
D = 60-64
F = 0-59
COURSE POLICIES
Absences and Lateness
More than two unexcused absences will automatically result in a lower grade. Chronic
lateness will also be reflected in your evaluation of participation. Regardless of the reason
for your absence you will be responsible for any missed work. Travel arrangements do
not constitute a valid excuse for rescheduling exams. There are no extra credit
assignments for this class.
Format
Please type and double-space your written work. Typing improves the clarity and
readability of your work and double-spacing allows room for me to comment. Please
also number and staple multiple pages. You are free to use your preferred citation style.
Please use it consistently throughout your writing. If sending a document electronically,
please name the file in the following format Yourlastname Coursenumber
Assignment1.doc
Grade Appeals
Please allow two days to pass before you submit a grade appeal. This gives you time to
reflect on my assessment. If you still want to appeal your grade, please submit a short
but considered paragraph detailing your concerns. Based on this paragraph I will review
the question and either augment your grade or refine my explanation for the lost points.
General Decorum
Slipping in late or leaving early, sleeping, text messaging, surfing the Internet, doing
homework in class, eating, etc. are distracting and disrespectful to all participants in the
course.
Academic Dishonesty and Plagiarism
The relationship between students and faculty is the keystone of the educational
experience at New York University in the Steinhardt School of Culture, Education, and
Human Development. This relationship takes an honor code for granted and mutual trust,
respect, and responsibility as foundational requirements. Thus, how you learn is as
important as what you learn. A university education aims not only to produce highquality scholars, but to also cultivate honorable citizens.
Academic integrity is the guiding principle for all that you do, from taking exams to
making oral presentations to writing term papers. It requires that you recognize and
acknowledge information derived from others and take credit only for ideas and work
that are yours.
You violate the principle of academic integrity when you
• cheat on an exam,
• submit the same work for two different courses without prior permission from your
professors,
• receive help on a takehome examination that calls for independent work, or
• plagiarize.
Plagiarism, one of the gravest forms of academic dishonesty in university life, whether
intended or not, is academic fraud. In a community of scholars, whose members are
teaching, learning, and discovering knowledge, plagiarism cannot be tolerated.
Plagiarism is failure to properly assign authorship to a paper, a document, an oral
presentation, a musical score, and/or other materials that are not your original work. You
plagiarize when, without proper attribution, you do any of the following:
• copy verbatim from a book, an article, or other media;
• download documents from the Internet;
• purchase documents;
• report from other’s oral work;
• paraphrase or restate someone else’s facts, analysis, and/or conclusions; or
• copy directly from a classmate or allow a classmate to copy from you.
The Steinhardt School of Culture, Education, and Human Development imposes heavy
penalties for plagiarism in order to safeguard the degrees that the University grants. Cases
of plagiarism are considered among the most serious of offenses.
STUDENT RESOURCES
Students with physical or learning disabilities are required to register with the
Moses Center for Students with Disabilities, 719 Broadway, 2nd Floor, (212-9984980) and are required to present a letter from the Center to the instructor at the
start of the semester in order to be considered for appropriate accommodation.
Writing Center: 269 Mercer Street, Room 233. Schedule an appointment online at
www.rich15.com/nyu/ or just walk-in.
SCHEDULE OF CLASSES, READINGS AND ASSIGNMENTS
Sept. 5:
Introductions
Overview of Semester
History of Brands
Introduction to the Media Landscape
Sept. 12:
Old Media vs. New Media
Discussion of The Age of Persuasion
Discuss Mid-Term Analysis Project
Sept. 19:
What Makes a Good Marketing Campaign?
Tactics and Creative
Discussion of Different
Guest Speaker: Randall Lane, Editor in Chief, Forbes
Sept. 26:
Who is the Audience?
Research and How it Can Work for You
Discuss The Tipping Point
Guest Speaker: Niels Schurmann, EVP, Marketing and Creative,
Spike/Viacom Media Networks Entertainment
October 3:
Using New Media
Discuss Marketing in the Groundswell
October 10:
MID-TERM ANALYSIS PAPERS DUE
Mid-Term Presentations and Discussion
Discuss parameters of Final Marketing Campaign Project
October 17:
Mid-Term Presentations and Discussion
Final Project Topics Due
October 24:
What’s the Big Idea? How to Create an Effective Campaign
Discuss Juicing the Orange
Group Brainstorming on Final Project
October 31:
Business to Business Marketing and Why it Matters
Internal Marketing
November 7: Working With a Creative Group
Guest Speaker: Vinny Sainato, Senior Creative Director, SpotCo
November 14: How Do You Measure Success?
Group Brainstorming on Final Project
November 28: ALL FINAL PROJECT PAPERS DUE
Final Project Presentations and Discussion
December 5: Final Project Presentations and Discussion
Starting a Career in Marketing for Entertainment
Conclusions
SUPPLEMENTAL BIBLIOGRAPHY/SUGGESTED READINGS
WHERE THE SUCKERS MOON: THE LIFE AND DEATH OF AN ADVERTISING
CAMPAIGN by Randall Rothenberg
MADE TO STICK: WHY SOME IDEAS SURVIVE AND OTHERS DIE by Chip Heath
and Dan Heath
BRAND THINKING AND OTHER NOBLE PURSUITS by Debbie Millman
FANS, BLOGGERS AND GAMERS: EXPLORING PARTICIPATORY CULTURE by Henry Jenkins CONFESSIONS OF AN ADVERTISING MAN by David Ogilvy CREATIVE ADVERTISING, NEW EDITION by Mario Pricken THE 22 IMMUTABLE LAWS OF MARKETING by Al Ries and Jack Trout SUGGESTED WATCHING ON THE WEB
Seth Godin http://www.ted.com/talks/lang/eng/seth_godin_on_sliced_bread.html Rory Sutherland http://www.ted.com/talks/lang/eng/rory_sutherland_life_lessons_from_an_ad_man .html Alexis Ohanian http://www.ted.com/talks/lang/eng/alexis_ohanian_how_to_make_a_splash_in_soci al_media.html